Technology

Compelling content the key for mobile TV adoption













MUMBAI: Mobile TV will succeed if the content on offer is compelling. Also one or two channels will not suffice. An operator should give around 20 channels. It should also be easy for the consumer to switch from one channel to another.


This was the message delivered by Qualcomm president India and SAARC Kanwalinder Singh. As an example, he noted that if certain geography requires about 30,000-40,000 base station for wireless coverage, the same region can be served by about 400 MediaFLO towers to deliver mobile TV service.





If the bandwidth is not enough then the picture is jerky and consumers will be put off. The key to successful mobile television is to do interactivity with the broadcast. MediaFLO is an end to end system that allows this. Mobile television is one to one interaction unlike television which is one to many.


 


Qualcomm bought spectrum in the US and is now in a deal with Verizon to launch a mobile TV service next year in the US. He noted that MediaFLO has a Conditional Access System which allows only those phones who have paid for the content to access it. When desired, the operator can still have free to air content.



The basic challenge is to have the maximum number of channels possible with relatively limited spectrum. Power consumption by the mobile phone should also be low.


Mobile television also offers unique commerce opportunities. For instance secondary generation opportunities exist when a music video is playing. One can offer a ringtone, the music album of that artist to the user to buy on the spot. He added that Qualcomm is keen on doing a trial project with mobile operators in India.

 

Another session looked at the business of retail and home entertainment. Sony Pictures Home Entertainment country manager N. Muthuram noted that there is a 60 per cent DVD penetration in TV homes in India. The DVD has features like subtitles, language options which has energised the market.
"It is a catalogue driven business. Classic titles like Sholaty perform well contrary to perception in some quarters that one the new titles sell. In the US home videos earn thrice as much as theatrical releases. In fact Sony Pictures has a deal with Steven Seagal and Wesley snipes for direct to video films. It is also a positive sign that window of release for videos is falling."


He noted the importance of retail in the home video market in the US. Walmart contributes 50 per cent to the home video business. He noted that increasingly companies across the globe tie up for home video releases. An example is in Mexico. There Act II Popcorn did a deal for the home video release of Spiderman.


The aim was to once again generate excitement for Spiderman when the sequel was being released theatrically. Act II found relevance with the product and 42,000 units were sold. In Italy a pizza company has an association with DVD releases. Basically a DVD comes with a pizza. They also do a DVD choice of the month initiative. The message is that the consumer can enjoy the pizza while watching a film. This gives the home entertainment firm an avenue that would have exited earlier. The retail firm meanwhile gets an extra hook for its product.


In Germany a tie up was done for Terminator 3 between Sony, Sony Electronics and Hatari which had developed a game based on the game. The good thing was that it was a combined promotional effort. There was TVC pushing all the three firms. When consumers bought a product there would be leaflet inside telling them about the other two products. In India the key challenge is to educate brand marketers about the possibilities in this arena.


Saregama VP and head - films Sweta Agnihotri gave more examples of how synergies work between DVDs and brands. Motrorola for instance made a phone on Spongebob. Samsung had done a tie up for the Matrix which was all about having information. Kelloggs regularly does stuff with Disney. Mitsubishi did a promotion for 2 Fast 2 Furious where they had kits distributed in their dealership outlets. All this allows a brand to be associated with famous stars for a relatively less cost. In India Saregama had done a Barbie called Hope has Wings for a brand. The song played on music channels. There was also a tie up with micro processor solution firm AMD for the DVD release of Madagascar

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/16/divesh.jpg?itok=WN0NPBYn
Livestreaming App SWOO sees momentum in India; Launches Trivia Format in India

SWOO, a leading global livestreaming platform established in Middle East, today announced the launch of its SWOO TRIVIA SHOW – a celebrity hosted live video streaming game show for Indians. SWOO is a user friendly, engaging and feature-rich live broadcasting app available across Android/ iOS/ Web...

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/14/TiVo-800.jpg?itok=XNFEcfVQ
TiVo exits STB business

MUMBAI: TiVo is exiting the manufacturing, sales and distribution of set-top boxes to a yet-undisclosed third party, the company has said.

Technology Hardware Set-top Boxes
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/09/iot.jpg?itok=aq6Nc5eG
IET India IoT Panel joins hands with exhibitions india group for the 3rd edition of IoT india congress

IoT India Congress is India’s Platform of Platforms for the Internet of Things conceptualized by IET India IoT Panel, a think tank constituted by the Institution of Engineering and Technology (IET) India. The 3rd edition of IoT India Congress will be hosted in collaboration with India’s leading...

Technology Software Firmware
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/05/08/lexi.jpg?itok=_UKBq1kZ
Tata Elxsi's Automation suite adopted by pan-European Media and Telecommunications Company

Tata Elxsi, a global design and technology services company, announced the licensing of its integrated test automation and monitoring suite ‘FalconEye’ to a pan-European media and telecommunications company for OTT automation and improving streaming performance.

Technology Software Firmware
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/13/nabshow.jpg?itok=F8KKyrXQ
Verimatrix recognized for contributions to latin american Pay-TV market with PRODU award win at NAB Show

LAS VEGAS: Verimatrix, a specialist in securing and enhancing revenue for network-connected devices and services, has received the PRODU Award for Best Pay-TV Technology Contribution on behalf of its MultiRights™ OTT solution. MultiRights helps service providers effectively navigate the modern OTT...

Technology Software Firmware
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/09/magai.jpg?itok=hC6uaBo3
Amagi debuts machine-learning powered content-preparation suite

Amagi, a cloud-based technology provider for media processing, has launched Tornado, a machine learning-based content preparation service that enables TV networks and content owners to scale their operations and accelerate broadcast workflows.

Technology Hardware Components
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/03/08/tivo.jpg?itok=vqdqRSNf
Sharp and TiVo extend interactive program guide deal to power content Discovery across entertainment devices

MUMBAI: TiVo Corporation (NASDAQ: TIVO), a global leader in entertainment technology and audience insights, today announced that Sharp Corporation will further utilize TiVo’s G-Guide HTML across Sharp 4K smart TVs and Ultra HD Blu-ray recorders in Japan, TiVo’s G-Guide xD app and remote schedule...

Technology Hardware Components
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/25/priyanka.jpg?itok=C0lEuPHt
HARMAN announces Priyanka Chopra as global brand ambassador

HARMAN International, a wholly-owned subsidiary of Samsung Electronics Co., Ltd. focused on connected technologies for automotive, consumer and enterprise markets, today announced that actress, singer, producer and philanthropist Priyanka Chopra has been named a global brand ambassador for the...

Technology Hardware Components
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/24/etere_0.jpg?itok=XgPAaBYr
Etere HSM expands interoperability with Grass Valley

Etere HSM features an integration with Grass Valley that improves interoperability, streamlines connectivity, enables faster content processing and includes deep archive capabilities. Etere introduces a new integration layer between Etere Hierarchical Storage Management (HSM) and Grass Valley...

Technology Hardware Components

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories